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National Cheeseburger Day– which is today, if you didn’t already know — isn’t just some silly holiday. Okay, maybe it is, but Kraft (NASDAQ:KFT) and Five Guys are teaming up to give it some more clout.

Starting yesterday, Kraft began donating a meal to Feeding America for every Five Guys customer using its site or Foursquare to check-in to the restaurant.

This isn’t a surprising partnership; Five Guys has finished off its greasy but delicious burgers with Kraft cheese since it started more than two-and-a-half decades ago.

Customers are also rewarded for their participation with a thank-coupon for Kraft Singles cheese slice — so they can make their own Five-Guy

The promotion isn’tonly because of some official day dedicated to ground beef on a bun, though. This month is also Hunger Action Month. The company’s goal is to donate 100,000 meals to those in need.

Every donated meal will be the equivalent of a meal at a Five Guys restaurant — around a $12.50 value.

Kraft has been a long-standing partner with Feeding America. It has provided more than a billion meals over the past thirty years.